In the middle of a war, nearly anything can become a symbol. Whether it’s a yellow ribbon or a bracelet, people find ways to express personal sentiments even during the darkest times. Rinat Akhmetov is the owner of the Azovstal steel plant in the port city of Mariupol, which was harder hit by the attacks than nearly every other city in the entire country — and he well understands the value of a tangible symbol.
When Akhmetov looked at the last batch of Azovstal steel made before the war broke out, he decided to fashion it into jewelry to raise money for the Ukrainian people. This led to two series of bracelets being crafted and sold at around $40 apiece. By making 100,000 bracelets and selling them on President Volodymyr Zelensky’s fundraising platform, United24, Akhmetov raised more than 94 million hryvnia (approximately $2.5 million) to commission a new fleet of naval drones to protect Ukraine’s waters and cities.
The Profits
The profits from the sale of the bracelets have gone toward nine drones that will monitor the activity of Russian ships off the coast. Despite sanctions from the West specifically imposed to eliminate materials needed to construct munitions, cruise missiles continue to be used by Russian troops. These missiles aren’t just launched at the military; they target civilian infrastructure as well. The drones will help civilian vessels as well as military watercraft and equipment. They can even open up the means of grain trade again, ensuring that people outside of Ukraine get the foodstuffs they need.
The Symbol
Rinat Akhmetov enlisted collaborators for this extraordinary project. Sova jewelry house designed the bracelets, Poshta Nova delivered them, United24 got the word out, and online retailer Rozetka facilitated the transactions. Akhmetov was privileged to coordinate the efforts so he could help fellow professionals show their support as well. After investing $1 billion in the Steel Front initiative, a series of programs designed to help Ukraine during the war, he’s been a tireless source of morale for his country.
The Azovstal steel bracelets, which were distributed in 44 countries, stand as a token of patriotism and support for the people who wear them. For everyone who opposes Russian President Vladimir Putin and his heinous treatment of his neighbors, it’s a reminder that the world cannot forget or ignore the atrocities happening in Ukraine. Whether a conflict is taking place a few miles away or halfway around the globe, becoming desensitized to it isn’t an option for anyone who values their freedom.
The Goal
Rinat Akhmetov is the majority owner of Metinvest Group, and his life has been tied to production and profit. When he sees a problem, it’s in his nature to think of a solution. Fortunately for his home country of Ukraine, he wants to use his power and influence to make a difference for his fellow citizens.
The Russian assaults on Ukraine have been of the utmost concern to him since the beginning of the war. As a committed philanthropist, his eponymous Rinat Akhmetov Foundation and charity organizations have been adapting to the needs of the people most impacted by the war. Rinat Akhmetov said, “Charity should speak in a quiet voice. Yet, we need to speak about systemwide problems loudly enough to be heard.”
Throughout the past year, he’s sent supplies to people in the most war-torn areas, he’s sued the Russian people over their human rights violations, and he’s constructed portable steel shelters for those who need it most. He’s proud that the Azovstal plant was one of the last places in Mariupol to hold, even as the Russian occupiers continued to advance. He’s made it clear that he won’t rest until Russia is defeated and pays for its crimes.